Arla Foods adds new block butter packaging for Lurpak brand in UK

Arla Foods has introduced new packaging for its Lurpak butter brand in the UK as it aims to address consumer frustrations with foil packaging.

The Danish dairy cooperative quoted figures from Mindmover that revealed that 45% of consumers agree that block butter packaging is messy to use, while 57% consumers said they would be more likely to purchase block butter if the packaging was easier to open and reseal.

Aiming to add value to the block butter category, the new Lurpak Butterbox is marketed as a “convenient reclosable box”.

Lucy Hurrell-Morgan, Lurpak brand manager, said: “Block butter is of huge commercial importance to the category and has strong taste and heritage credentials with consumers; however, we know that there are barriers for shoppers when it comes to buying block butter and this has impacted on the value of the category as a whole.”

“With over a third of consumers admitting they don’t buy block butter because they believe the packaging is messy, we want to give them a mess-free reclosable box to help overcome these challenges.”

Lurpak Butterbox is now available in Asda stores in the UK in a 12x225g format. It will be supported by a £2 million marketing campaign from October.

Last year, Arla launched Lurpak Softest, a soft blend butter that is spreadable straight from the fridge. The product is a blend of Lurpak butter and rapeseed oil.

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